Alcatel

A mobile phone company
that unlocks it all.

We concepted and launched a new brand platform for Alcatel OneTouch that established the new compelling voice and magnetic personality of their latest offering, the idol3. This vibrant campaign was designed to strategically connect with Millennial users through an ATL-heavy media mix consisting of a microsite, original photography, creative type design, a feature tour video and a broadcast commercial.

  • Client.

    Alcatel One Touch
  • Project.

    Idol3 "Live Unlocked" Launch
  • Office.

    Irvine, California

Project Scope

  • Strategy
  • Brand Development
  • Campaign Development
  • Responsive Design
  • UX Design
  • Video Production
  • Photography
  • Type Illustration
  • Glyph Design
  • Copywriting
  • Wireframe Development
  • Responsive Development
  • Custom CSS/HTML
  • Javascript Interactive Animations
  • Multi-Platform QA
  • Media Consulting
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Millennials want to be in charge of their lives regardless of old conventions.

Millennials have been called selfish, lazy and entitled – but only by members of previous generations who didn’t experience such an astounding accelleration in the of evolution of technology and information access. Millennials have observed previous generations tank our economy, destroy the environment and generally dimiss the youth as nihillistic selfie-obsessed brats – all because they simply asked why. It doesn’t matter if it’s about health, politics or even a smartphone – they simply don’t trust anyone who doesn’t recognize the power of their purpose and offer them the freedom to truly right the wrongs. They see the world in a different way – a place they can improve for all generations. Even the ones that questioned their methods.

So we unlocked a new world of possibility that let them live life on their terms.

Alcatel OneTouch was a faceless smartphone OEM from China known for making inexpensive GSM phones geared mostly towards the pre-paid audience. The category has been growing sharply thanks to the Millennial generation challenging conventional wisdom and demanding that carriers kill their contracts with more unlocked smartphones. ENVOY launched the idol3 “LIVE UNLOCKED” campaign as a cultural reflection of that mindset – an expression that embraced the ground swell of the industry but also connected deeply with the virtues of a Millennial audience. To them, UNLOCKED was more than a phone. It was a statement to everyone that the world can change for the better, and that the Millennial effect can have a greater purpose that benefits us all. Go to idol3unlocked

Results.

Envoy created a brand platform and product campaign that tackled the two biggest hurdles facing Alcatel OneTouch: brand awareness and brand perception. With an authentic high-energy broadcast commercial, youthful photography, vibrant type development and an immersive digital experience, Alcatel OneTouch immediately became relevant and trusted by Millennials, and a bonafide challenger brand in the Unlocked Smartphone category.

  • I am all for this #LiveUnlocked concept! Power to the People!

    Ms. Career Girl

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